Best of 2017 Integrated/Interactive--No. 7: This Supermarket Is Using Snapchat Stories to Show How Fresh Its Fish Is

French Chain U Filmed Its Products' Final Hours

By Alexandra Jardine.Published on May 08, 2017

Editor's Pick

Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.

Often we see brands using new tech just for tech's sake, but at No. 7 in the Interactive/Integrated category, French supermarket U leveraged Snapchat Spectacles and Stories in a truly smart way--to illustrate how fresh its food really is by letting customers see the path that packaged fish took (from fisherman to fishmonger) before it landed at the store counter.

Original Story:

French supermarket chain U is taking advantage of Snapchat Stories -- and the fact they disappear after 24 hours -- to demonstrate that its fish really is freshly caught.

A campaign by TBWA/Paris put printed snapcodes on the origin labels of fish, connecting the customer to the Snapchat Spectacles of a fisherman, a sales manager, and a fishmonger. The content chronicled the fish's final hours before arriving at the fish counter. It also proved it was fresh, as Snapchat Stories only last for 24 hours -- so, if there was a story behind the origin label, that meant that the fish had arrived that day.